In this case study, Matt Swan, client strategist, Affiliate Window highlights how findings from basket abandonment publisher Ve Interactive indicate a move towards consumers accessing emails via mobile devices.
One of the most rapidly evolving phenomenons in how consumers are accessing information digitally is the devices they’re turning to in order to access their emails. In fact, 41 per cent of emails are currently viewed on a mobile device. With this figure widely expected to surpass desktop by the end of this year, there are clear opportunities and threats for advertisers in how they approach mobile email opportunities in the performance channel.
Retargeting customers who have abandoned their baskets has also shown considerable growth in the past couple of years and with the rise of mobile commerce, the two elements have combined to enable re-targeting through mobile devices.
Just as we see sectors such as group buying significantly over indexing in terms of the share of sales generated through mobile devices, we also see basket abandonment emails outperform other publisher types generating sales through mobile handsets.
Performance network Affiliate Window found that 13 per cent of all sales that a basket abandonment publisher (Ve Interactive) drives are generated through mobile handsets; more than double that across the network as a whole and again indicative of changing consumer behaviour and the move towards mobile email.